Creating a Strong Customer Relationship Management Plan

| October 16, 2015

Scenario Marketing

Congratulations. You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager.

So what does a marketing manager do? As you know, marketing plays an essential role in almost every industry segment. In its simplest form, marketing management is about making certain that customers’ needs and wants are met while increasing the profits of a company. A marketing manager’s responsibilities can vary a great deal, but will always have this as a central purpose.

Click here to learn more about being a marketing manager.

Select one of the company’s below for which you would like to be marketing manager.

Edible Arrangements® – Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order.

Cartridge World® – Cartridge Company – carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines.

Liberty Tax Service® – Taxes – provides tax service to both consumers and businesses.

Assumptions

The CEO of your company wants you to create a strong current customer relationship management plan. You will present the plan as a PowerPoint presentation with audio to all of the franchisees at the next annual franchise meeting.

You may use these simple instructions to add audio to your presentation
Unit 8 Assignment
Assignment:
In this Assignment, you will be using the PowerPoint narration tool to create your own audiovisual presentation of
your customer relationship management plan. Once you have done this, you can put this skill on your resume.
Audiovisual presentations are used in everything from customer service response, training employees, solving
problems in the workplace, explaining instructions to colleagues and responding to stakeholders concerning
business issues.
Create a PowerPoint presentation beginning with a title slide and following with an Introduction in
which you introduce your company of choice, and address the first two questions. Then proceed on to
include the CR management model headings and address the questions related to each facet to
create your customer relationship management plan.
Question 1: Consider the customer satisfaction model show below. Explain, why is it important to
measure customer expectations as well as actual satisfaction from consumption or usage?
Question 2: Given the proliferation of loyalty programs, how can you differentiate your program from competitors
programs?
Next, create a framework using the customer relationship management model as seen here. Now address the
Customer Relationship Management Model questions:
CR Model Questions to address regarding the model process step:
1. Create a database: What does this look like and why?
2. Analysis: How will you analyze your database? What formulas, methods will you use in
your analysis? Provide a fictional example.
3. Customer selection: Give a rationale for selecting your customers. Will it strictly be based on
profitability or will you use other variables?
4. Customer targeting: How will you reach your customers?
5. Relationship marketing: Create a customer relationship marketing program.
6. Privacy issues: Consider privacy issues.
7. Metrics: How will you measure your results?
Elaborate on the bulleted points on each slide rather than just reading the slides. In other words, your PowerPoint
presentation provides an outline of what you will discuss in the audio portion of your presentation.
[MT450: Marketing Management]
Submission Directions
Your PowerPoint presentation should consist of 8–10 slides with an added title slide, using 24-pt. font, 4–5
bulleted points on each slide, and putting all additional content in the notes section. Submit your
presentation to Unit 8 Assignment Dropbox.
Go to Microsoft.com for complete directions on how to add audio to your
presentation: http://office.microsoft.com/en-us/powerpoint-help/add-narration-to-apresentation-HA001230306.aspx
Unit 8 Assignment – Grading Rubric 40
Possible
Points
Specific Presentation Objectives: Assignment
Checklist (80%): PowerPoint with audio
Differentiate your program from the competition 4
Database description 3
Database analysis 4
Give a rationale for selecting customers 3
Target market 4
Discuss how customer is reached 3
Create a customer relationship marketing program 6
Consider privacy issues 2
Discuss how results will be measured 3
Subtotal 32
Writing Style, Grammar, APA (20%)
Grammar and Spelling 3
PowerPoint presentation with audio: 8–10 slides
(include an additional title slide) with 4 to 5 bulleted
points in response on each slide with any additional
notes in notes section below slide. 3
Reference list and citations are provided 2

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The Customer Relationship Plan - Discussion
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